Periodically a campaign comes along with just the right balance of proportion, scale, and sophistication, that we just want to blow it up and frame it. To capture the moment and use an an example of how simplicity can be the ultimate form of sophistication.
Such is the case in the latest Spring 2019 ad campaign by Italian footwear designer Giuseppe Zanotti who has returned to team with Creative Director Franck Durand and his agency, Atelier Franck Durand, after several years away. And the reunion is a welcome sight as Durand has a strong sense of scale to accentuate the power of Zanotti’s collection rather than overshadow it with too much sex or drama.
Durand gives the collection space to breathe, opting for a clean studio to aid lensman Craig McDean to work in. The layout, with it’s clean white backdrop boarder, is paired well with the logo, season, url, shoe and nod to model Grace Elizabeth. Rarely is information a visual enhancement, but in Durand’s hands it feels naked without it. Typography is morphed with framed single images in black and white paired with naturalistic colorful singles. The balance is perfect.
The styling, by Geraldine Saglio, hits the notes of casual chic in a way that is modern and fresh without being too over worked. Which is exactly why the campaign is a success. None of it detracts from allowing the shoes to be the hero, rather all the elements only serve to enhance them. Making for a very well-heeled campaign indeed.
Creative Director Giuseppe Zanotti | Giuseppe Zanotti Agency | Atelier Franck Durand Creative Director | Franck Durand Photographer | Craig McDean Model | Grace Elizabeth Stylist | Geraldine Saglio Location | NYC